I’ve been paying attention to television advertising spots lately to see what the tracking mechanisms are. Surprisingly, I would venture to guess that only about 30% of the spots (local and national) have clear tracking mechanisms. The underlying goal is the necessity to know the impact of each media channel on sales. The ones that […]

Amidst the worst financial crisis since the Great Depression, companies are slashing jobs, slowing growth and cutting costs. One of the first costs to get cut are usually in marketing and advertising. Marketing in a down economy requires you to measure the performance of each campaign. The problem is the direct correlation between marketing and […]